The Evolution of Brands and the Power of Letting Go of “How”
As I stroll along this gorgeous, divine beach, I find myself reflecting on a recent conversation with my fiancé. We discussed the evolution of brands and the importance of these brands following their authentic truth-not just relying on what their heads or the statistics say, but truly embracing change.
The Barrier of “How”: What Holds Brands Back
One recurring theme in our conversation was the persistent question: “But how will they make money?” This question seems to come up again and again:
- How will they do this?
- How will they do that?
It’s always about the “how.” This focus on “how” often becomes the very thing that blocks change and stops true evolution. Our minds tend to stay within the boundaries of what we already know, making it difficult to accept and allow the unknown. But real growth requires us to embrace the unknown-without getting stuck on the “how.”
Freeing Your Mind from the Trap of “How”
I’m not suggesting we remove the question of “how” entirely, but rather that we free ourselves from being trapped by it. Free your mind, your spirit, and your sense of possibility from the limitations of “how.” This mindset shift is crucial for brands-and for ourselves-if we want to evolve and follow our truth.
A Real-World Example: Coca-Cola and the Human Experience
Let’s consider a specific example: Coca-Cola. On the surface, Coca-Cola is seen as a product that facilitates good times. You might crack open a can while watching your favorite movie or enjoying a day at the beach with your family. The brand has created a powerful psychological connection with these joyful moments.
But if we look deeper, the experience Coca-Cola offers is actually detrimental to our health due to the high sugar content. Even the diet versions substitute sugar with artificial ingredients that aren’t natural or healthy. Yet, the brand experience is so strong that we associate it with real, meaningful moments in our lives-even though there’s a disconnect between what we’re telling our minds and what we’re doing to our bodies.
The Importance of Experience Over Product
Of course, the sugar gives us a dopamine rush, but what we’re really connecting to is the experience-the feeling the brand creates. If Coca-Cola were to change its product, many would immediately ask, “How will they make money?” But the truth is, by following what’s right and true-even if it means changing their product category-they can still preserve the essence of what they’ve created: a memorable, positive experience for people.
There’s no need to shut down the brand just because the current product is unhealthy. Instead, it’s about embracing evolution and change-without getting stuck on the “how.”
Brands Can Evolve-And So Can We
All brands have the potential to evolve. Even if there’s a brand you currently dislike, try to see them with hope and possibility, rather than as “the bad guy.” People connect with brands because of the feelings and experiences they offer, not just the taste or the product itself.
So, my message today is simple: remove the “how.” Allow yourself-and the brands you love-to evolve by focusing on truth, experience, and positive change. The “how” will work itself out when you lead with authenticity and trust in the process.
What do you think? Have you noticed brands that have successfully evolved by letting go of the “how”? Share your thoughts with us!
